Lifetime’s direction desperate

Lifetime has doubled down on cringe. Once known as “Television for Women,” famous for women-in-peril movies that may or may not have starred Valerie Bertinelli, Lifetime has decided to get a little more “daring.” That’s TV-speak for “obvious.”

Two weeks back, they launched “The Client List,” starring Jennifer Love Hewitt as a suddenly single mother walking that fine line between masseuse and hooker — frequently in a skimpy nighty. It’s been called “camp,” but it’s not smart enough to earn that description.

Now comes “7 Days of Sex” (9 p.m.). This new reality show follows couples who have lost a certain spark. Maybe it’s work. Perhaps it’s the demands of screaming kids. There’s the chance they weren’t terribly compatible in the first place. So to save their marriages and hit the reset button on intimacy, each couple agrees to have conjugal relations every day (or night) for a week. And talk about it on camera.

At first, the men think they’ve hit the jackpot with the mandatory sex arrangement. But they soon lose their ardor because, at the end of the day (or night), this agreement boils down to talking about their feelings.

Help yourself.

• Immediately following “7 Days,” Lifetime will introduce “The Conversation With Amanda de Cadenet” (10 p.m.), a new talk show hosted by the British television star and photographer. Demi Moore serves as co-executive producer.

• Can you picture yourself paying to join a “club” located in a nondescript warehouse, where you walk endless aisles unadorned with advertising or other gimmicky enticements? You’re not the only one. “The Costco Craze: Inside the Warehouse Giant” (8 p.m., CNBC) explores the retail phenomenon, which has more than 64 million card-carrying members who generally purchase way more than they intended to when they walked in the door, all while convincing themselves that they are saving money.

Tonight’s other highlights

• The search for a science project saboteur on “Community” (7 p.m., NBC).

• A singer goes home on “American Idol” (7 p.m., Fox).

• Kenneth makes the case for live television on a live episode of “30 Rock” (7:30 p.m., NBC).